![Page 1: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/1.jpg)
Credit: Luca Napoli
Left To Their Own Devices The real mobile experience
September 2014
![Page 2: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/2.jpg)
Pamela Pavliscak (not meant to be spoken) @paminthelab
Change Sciences
![Page 3: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/3.jpg)
I love
experiments
![Page 4: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/4.jpg)
data
despair
reality
WTF
experiments
hope
Outline of today’s talk
![Page 5: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/5.jpg)
7 billion mobile phones 55% of those are smartphones
Source: ITU & Pew Internet
![Page 6: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/6.jpg)
1 baby born 5 mobile phones activated
Source: ITU & US Census
![Page 7: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/7.jpg)
Babies love phones actually
flickr.com/photos/iangrieveson/
Source: NY Times
![Page 8: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/8.jpg)
And then there’s this…
![Page 9: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/9.jpg)
Let’s Talk About
RELATIONSHIPS (with our phones)
![Page 10: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/10.jpg)
It is a bit OBSESSIVE
![Page 11: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/11.jpg)
Typical mobiles users check their phones 150 times a day
Source: Kleiner Perkins
![Page 12: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/12.jpg)
Smartphone owners spend an over 2 hours on their phone each day.
Source: eMarketer flickr.com/photos/jacksw/
![Page 13: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/13.jpg)
55% while driving
39% while in the bathroom
36% at school or kid’s events
77% while
watching TV
72% while
shopping
33% at social events
Sources: Google Insights, Harris Interactive & Pew Internet
![Page 14: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/14.jpg)
Source: Grunwald flickr.com/photos/lkbphotographic/
51% of high school and 28% of middle school students take a smartphone to school every day.
![Page 15: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/15.jpg)
21% of all US mobile phone mostly go online using their phones, globally it’s even higher.
Source: Pew Internet flickr.com/photos/yellowmo/
![Page 16: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/16.jpg)
50% of smartphone owners under 30 use the Internet mostly on their phone 55% of Americans who make less than $30K/yr have no other access at home 34% just use the device that’s closest
For Many Reasons
Source: Pew Internet and Google Insights
![Page 17: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/17.jpg)
flickr.com/photos/lestaylorphoto
If it is not on mobile, does it really exist?
![Page 18: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/18.jpg)
Phone Deprivation EXPERIMENT
ONE
![Page 19: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/19.jpg)
![Page 20: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/20.jpg)
“ I don’t drink, I don’t do drugs, my phone is my addiction.
-M, GenX, Wired
Source: Change Sciences
![Page 21: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/21.jpg)
100 people, interviews & diaries
![Page 22: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/22.jpg)
Less than 2 hours
How long did you last?
More than 8 hours
2-8 hours
![Page 23: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/23.jpg)
anxious missing out
sad
empty
distracted
free
lost disoriented lonely
How did you feel?
focused
![Page 24: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/24.jpg)
“ It’s a part of me, actually I wish it was, then I wouldn’t always be reaching for it.
-F, Millennial, Pragmatist
Source: Change Sciences
![Page 25: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/25.jpg)
It is intensely PERSONAL
![Page 26: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/26.jpg)
We are always
TOGETHER
flickr.com/photos/notionscapital
![Page 27: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/27.jpg)
“ It knows all my secrets, I don’t let my anyone touch it especially my parents.
-F, Teen, Influencer
Source: Change Sciences
![Page 28: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/28.jpg)
80% say that their phone is the first and last thing they look at every day.
Source: IDC flickr.com/photos/hirngespinste/
![Page 29: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/29.jpg)
44% sleep with their phones (no not like that, except for ahem 9%)
Source: Pew Internet & Harris Interactive
![Page 30: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/30.jpg)
48% give up sex for 1 month
52% give up phone
for 1 month
Source: Huffington Post
And then again…
Women who would rather
![Page 31: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/31.jpg)
Can I See Your Phone? EXPERIMENT
TWO
![Page 32: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/32.jpg)
250 people, not totally random
![Page 33: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/33.jpg)
American HealthCare.gov Kayak Amazon Express
57! 70! 77!53!
Hands Makes an Puts Phone Holds It Over Excuse Away & Shows
Why no, no you can’t
Source: Change Sciences
![Page 34: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/34.jpg)
Well, if you pay me
Study Participants
Friends
Acquaintances
Strangers
Source: Change Sciences
![Page 35: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/35.jpg)
Plus, we are always TOUCHING it
![Page 36: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/36.jpg)
It’s kind of like an awesome pet instagram.com/paminthelab
![Page 37: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/37.jpg)
Smartphone!
![Page 38: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/38.jpg)
That also gives us superpowers
kerpa100.deviantart.com
![Page 39: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/39.jpg)
86% solve problems, even troubleshoot emergencies, with their smartphones.
Source: Pew Internet flickr.com/photos/felipe_i/
![Page 40: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/40.jpg)
It acts as a
CO-PARENT
instagram.com/paminthelab
![Page 41: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/41.jpg)
Only 20% of parents don’t use tablets or phones to keep kids occupied
(and they are kind of annoying)
Source: Harris Interactive
![Page 42: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/42.jpg)
It makes us feel connected
instagram.com/paminthelab
![Page 43: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/43.jpg)
Privacy What do we really DO on mobile?
![Page 44: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/44.jpg)
Aggregate 40 Studies EXPERIMENT
THREE
N=745
![Page 45: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/45.jpg)
We touch it a lot but mostly 3 WAYS
![Page 46: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/46.jpg)
Tap / 82%
Swipe / 80%
Scroll / 94%
Source: Change Sciences
![Page 47: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/47.jpg)
Omit needless
Gestures
![Page 48: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/48.jpg)
No guesswork
Obvious Cues
![Page 49: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/49.jpg)
Design for
Fingers
![Page 50: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/50.jpg)
TAKEAWAY We explore quickly, without using a
lot of gestures.
![Page 51: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/51.jpg)
Kids are 3x more likely than adults to learn by watching friends use their phones.
Source: Change Sciences
![Page 52: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/52.jpg)
Minimal
Animated Cues
![Page 53: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/53.jpg)
Simple for the
First Time
![Page 54: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/54.jpg)
First impressions
The Flick
![Page 55: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/55.jpg)
Wait, what?
The Washing Machine
![Page 56: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/56.jpg)
TAKEAWAY We make up our own gestures out of
the few we really know.
![Page 57: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/57.jpg)
We go to great lengths to AVOID typing
![Page 58: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/58.jpg)
Source: Change Sciences
SKIP IT
WORKAROUND
This Sucks!
Fat Fingers
Unfavorable Comparison
COMPLAIN
Another Path
Cut & Paste
Close & Open
![Page 59: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/59.jpg)
“ Oh shit, did I just overdraw my account with that typo?
-M, GenX, Minimizer
Source: Change Sciences
![Page 60: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/60.jpg)
90% portrait
10% landscape
Source: UX Matters, Steve Hoober
People don’t make it easy on themselves
![Page 61: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/61.jpg)
If it requires typing
Remember
![Page 62: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/62.jpg)
Mixed feelings
Social Login
![Page 63: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/63.jpg)
Maybe?
Mobile Wallet
![Page 64: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/64.jpg)
Getting better
Voice to Text
![Page 65: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/65.jpg)
TAKEAWAY Design for typing ZERO.
![Page 66: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/66.jpg)
ICONS are mostly confusing
![Page 67: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/67.jpg)
Play / 92%
Close / 88%
Search / 80%
Source: Change Sciences
![Page 68: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/68.jpg)
Favorite / 65%
Settings / 58%
Locate / 37%
Source: Change Sciences
![Page 69: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/69.jpg)
Don’t go rogue
Standard Icons
![Page 70: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/70.jpg)
Crystal clear
Use Your Words
![Page 71: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/71.jpg)
People pass by
Hamburger
![Page 72: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/72.jpg)
“ I’ve been noticing that little doodad on sites but thought it was just the design.
-M, Millennial, Wired
Source: Change Sciences
![Page 73: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/73.jpg)
Q1 2013
Source: Change Sciences
Hamburger awareness is on the rise
Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014
![Page 74: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/74.jpg)
We suffer from bottom menu AVERSION
![Page 75: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/75.jpg)
“ I know there is stuff on the bottom but if I have to look there it is probably too late.
-M, GenX, Minimizer
Source: Change Sciences
![Page 76: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/76.jpg)
74% overlook or just ignore bottom nav options
Source: Change Sciences
![Page 77: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/77.jpg)
Keep it at the
TOP
![Page 78: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/78.jpg)
Avoid
NAV OVERLOAD
![Page 79: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/79.jpg)
We leave our SOUND on
![Page 80: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/80.jpg)
80% of people leave their ringer on and sound turned up
Source: Change Sciences
![Page 81: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/81.jpg)
Look to the
Kids
![Page 82: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/82.jpg)
TAKEAWAY Sound cues are mostly a missed
opportunity.
![Page 83: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/83.jpg)
We don’t MULTI-TASK very well
![Page 84: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/84.jpg)
53% of mobile phone users have had a distracted walking encounter.
Source: Pew Internet
![Page 85: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/85.jpg)
“ If I get distracted by a notification, I just forget about that first thing.
-M, GenX, Wired
Source: Change Sciences
![Page 86: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/86.jpg)
Focus on
The ONE Thing (per screen)
![Page 87: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/87.jpg)
Streamline
STEPS
![Page 88: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/88.jpg)
TAKEAWAY Make each screen a self-contained
unit.
![Page 89: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/89.jpg)
The LACK OF BACK
![Page 90: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/90.jpg)
78% use the home button to start over in an app or on a site
(no matter that it doesn’t work that way)
Source: Change Sciences
![Page 91: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/91.jpg)
“ Well, that didn’t work. I hoped it would just clear it out.
-F, Millennial, Pragmatist
![Page 92: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/92.jpg)
54% try swiping to go back, 45% use a back arrow at the bottom
(remember bottom nav aversion)
Source: Change Sciences
![Page 93: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/93.jpg)
TAKEAWAY Back is a carry over from desktop
that maybe should carry over.
![Page 94: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/94.jpg)
We don’t MULTI-SCREEN very well
![Page 95: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/95.jpg)
Big Screen, Little Screen NEW-ISH
EXPERIMENT
![Page 96: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/96.jpg)
Hypothesis The small screen is primary
![Page 97: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/97.jpg)
TAKEAWAY Attention is focused on the device in
your hands about 60% of the time.
Source: Change Sciences
![Page 98: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/98.jpg)
Maybe real life is the second screen?
![Page 99: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/99.jpg)
We expect a little MAGIC
![Page 100: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/100.jpg)
Historical Flashback
![Page 101: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/101.jpg)
A few
Surprises
![Page 102: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/102.jpg)
I’ll leave it to you
Omakase
![Page 103: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/103.jpg)
Show
Awareness
![Page 104: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/104.jpg)
Without being
Creepy
![Page 105: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/105.jpg)
It’s OK to
Innovate
![Page 106: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/106.jpg)
But without
Demands
![Page 107: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/107.jpg)
TAKEAWAY That one unexpected surprise is
what often converts.
![Page 108: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/108.jpg)
We expect it to be BETTER THAN DESKTOP
![Page 109: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/109.jpg)
“ Mobile is better – less hype, less ads, less junk to get in the way.
-M, Millennial, Influencer
Source: Change Sciences
![Page 110: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/110.jpg)
68% of college-bound high school students have viewed college websites on mobile.
Source: Noel-Levitz flickr.com/photos/daisy_VCM/
![Page 111: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/111.jpg)
52% will go to a competitor mobile site/app after a bad experience
Source: Change Sciences
![Page 112: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/112.jpg)
Your mission: Try your own experiments
![Page 113: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/113.jpg)
It bends time and space
And there is no excuse not to test
![Page 114: Left to Their Own Devices: The Real Mobile Experience](https://reader034.vdocuments.mx/reader034/viewer/2022042713/546680a3af79595c6f8b6a00/html5/thumbnails/114.jpg)
More Better Mobile deck, stats, testing tips, experiments
http://ow.ly/B8ogn
changesciences.com @paminthelab